Sign up United Kingdom
Proactive Investors - Run By Investors For Investors
Why invest in MPM?
Mporium Group PLC: THE INVESTMENT CASE
INVESTMENT OVERVIEW

Mporium set to benefit from Cambridge Analytica/Facebook fallout and GDPR

Heavy investment in its IMPACT platform appears to be paying off for the group, who revealed in June that it had been deployed during the launch of the Samsung S9 phone
Digital Marketing
INVESTMENT OVERVIEW: MPM The Big Picture
GDPR will give Mporium’s IMPACT platform a ‘critical business advantage’

Digital advertising group Mporium PLC (LON:MPM) expects to benefit from the fall-out from the Cambridge Analytica/Facebook data use scandal.

Advertising and marketing platforms that rely on the targeting of individuals’ personal data will be ‘severely exposed’ by the Cambridge Analytica investigation and GDPR legislation, Mporium believes.

READ: Mporium eyes boosts from GDPR and Cambridge Analytica/Facebook scandals

GDPR will give Mporium’s own platform, known as IMPACT, a ‘critical business advantage’ as it can boost the effectiveness of campaigns without the use of personal data.

IMPACT focuses on events and when to reach an audience rather than the individual, added the AIM-listed firm.

While currently focused on Google and Facebook, the technology is advertising venue agnostic and can be used anywhere if any advertiser wants to switch.

Mporium spent heavily on IMPACT in 2017 to upgrade the platform but helped by a one-off credit reduced losses to £3.87mln on revenues of £1.98mln (£1.82mln).

Nelius DeGroot, chief executive, said: "The momentum generated by the business, as well as IMPACT's improved functionality, has provided a strong basis for growth in 2018.”

IMPACT deployed in Samsung S9 launch campaign

DeGroots statements seem to be ringing true, with the company revealing on 20 June that its IMPACT technology had been used across the launch campaign for the Samsung S9 mobile phone.

The firm said its technology was used as part of the launch campaign to identify and monetise micro-moments of opportunity, deliver a high return on investment and an improved performance for the campaign.

Mporium added that IMPACT was now being used across a wide range of Samsung product campaigns.

In December 2017, Mporium signed an agreement with Performics, the performance marketing arm of Publicis Media, to commercially roll out its IMPACT technology within the campaigns of Samsung.

At the time DeGroot said: “The fact that we have achieved such great results for Performics gives us confidence that we will be able to build upon this and other agency relationships going forward, spreading awareness of IMPACT's remarkable performance uplift capability and gaining continued commercial traction."

At close on 21 June, Mporium’s shares were trading at 7.25p, with a market cap of around £42.6mln.

View full MPM profile View Profile

Mporium Group PLC Timeline

Related Articles

The glass facade of a high-rise building
June 11 2018
The analysts say the Canadian firm has a 'disruptive suite of solutions' for the real estate industry in North America
Network security
March 13 2018
The company was arguably late to change to a software-as-a-service model, but the change is beginning to take hold
Big data
July 03 2018
The RAPid platform, and its integrated data technologies, empowers business teams to now analyse procurement data on an almost real-time basis

No investment advice

The Company is a publisher. You understand and agree that no content published on the Site constitutes a recommendation that any particular security, portfolio of securities, transaction, or investment strategy is suitable or advisable for any specific person. You further understand that none of the information providers or their affiliates will advise you personally concerning the nature, potential, advisability, value or suitability of any particular security, portfolio of securities, transaction, investment strategy, or other matter.

You understand that the Site may contain opinions from time to time with regard to securities mentioned in other products, including company related products, and that those opinions may be different from those obtained by using another product related to the Company. You understand and agree that contributors may write about securities in which they or their firms have a position, and that they may trade such securities for their own account. In cases where the position is held at the time of publication and such position is known to the Company, appropriate disclosure is made. However, you understand and agree that at the time of any transaction that you make, one or more contributors may have a position in the securities written about. You understand that price and other data is supplied by sources believed to be reliable, that the calculations herein are made using such data, and that neither such data nor such calculations are guaranteed by these sources, the Company, the information providers or any other person or entity, and may not be complete or accurate.

From time to time, reference may be made in our marketing materials to prior articles and opinions we have published. These references may be selective, may reference only a portion of an article or recommendation, and are likely not to be current. As markets change continuously, previously published information and data may not be current and should not be relied upon.

© Proactive Investors 2018

Proactive Investors Limited, trading as “Proactiveinvestors United Kingdom”, is Authorised and regulated by the Financial Conduct Authority.
Registered in England with Company Registration number 05639690. Group VAT registration number 872070825 FCA Registration number 559082. You can contact us here.

Market Indices, Commodities and Regulatory News Headlines copyright © Morningstar. Data delayed 15 minutes unless otherwise indicated. Terms of use